AbstractFirst paragraph: In the wake of the UK government's announcement on 12 July that its decision on plain (standardised) tobacco packaging would be delayed until evidence emerged from Australia, Wakefield and colleagues report timely findings from a study exploring the early effects of plain packaging in Victoria.1 2 Conducted during the phase-in period, when plain and branded packs were concurrently on sale, the study found that smokers who used plain packs were more likely than smokers who used fully branded packs to perceive their cigarettes to be less satisfying and poorer quality, were more supportive of plain packaging, and were more likely to think about and to prioritise quitting.